The Client is a pure IT consulting and professional services company offering design, configuration, implementation, business analyst, and general consultancy services. The Client specializes in the security, virtual desktop infrastructure (VDI), and Cloud services markets.
In the recent year, the company refocused toward directly providing services to enterprises and organizations.
This move presented a bit of a branding conundrum for the company. The main challenge was finding a way to embed its extensive experience as an IT subcontractor for specific VDI, cloud services, and security verticals in the value proposition for its new business model.
For that reason, the Client undertook a massive marketing program that simultaneously focused on branding and customer acquisition. The customer acquisition plan highlighted nurturing leads in-house with the Client’s marketing team while delegating top-of-funnel prospecting activities to a third-party agency.